T-Mobile gets serious for Super Bowl LII ad

After tapping stars like Justin Bieber, Martha Stewart, Snoop Dogg, and Kristen Schaal for humorous ads during last year’s Super Bowl, T-Mobile changed things up this year and went with a more serious ad.

T-Mobile’s Super Bow LII ad is titled “#LittleOnes” and features actress Kerry Washington speaking over a lullaby-style cover of Nirvana’s “All Apologies”. The video pans over several babies with showing different emotions as Washington recites the following:

“Welcome to the world, little ones. Yeah, it’s a lot to take in, but you come with open minds and the instinct that we are equal. Some people may see your differences and be threatened by them, but you are unstoppable. You’ll love who you want; you’ll demand fair and equal pay; you will not allow where you come from to dictate where you’re going. You will be heard, not dismissed. You will be connected, not alone. Change starts now.”

In an announcement for the ad, T-Mobile CEO John Legere explains that T-Mo had “another big spot” planned for this Super Bowl like the star-studded ads from last year, but that T-Mobile ultimately decided to go a different route.

“We’re a brand built on listening to our customers. Customers who are heard, not dismissed – diverse customers all across the country from every region, economic class, race, sex, creed, gender identity, sexual orientation,” Legere explains. “Our customers are America. And there’s a more important conversation they’re having right now. And that’s what this year’s Super Bowl ad is about.”

What do you think of T-Mobile’s #LittleOnes Super Bowl ad?

Source: T-Mobile

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  • AA-Ron

    It was.. Different, definitely got my attention

    • dcmanryan

      Attention how? Repeating what’s been said hundreds of times? I’m glad T-Mobile cares about equal rights and what not, but at the end of the day I pay them for great cell service, not their political views. If that great service ever changes their political views won’t keep me on their Network. It’s their money and they can spend it as they see fit, but the “commercial” was a total waste of money in my eyes.

      • Steve Hester

        It does not sell phones or service, as a stock holder, I question the spend.

        • dcmanryan

          I would too. Companies get all wrapped up in political issues and forget at times what they’re being paid to do.

        • Andrew Singleton

          i think its pretty reasonable for an organization of 55,000 people to lobby for their people’s best interests. i don’t think promoting equality (especially within their organization) has any effect on data speeds.

        • marque2

          It actually might get people rethinking using Tmobile. For instance I am now, because of this and all sorts of other leftist political stunts by the company. They should try to stay neutral. All those millennial they are trying to attract, are still getting their service paid by the parents after all.

          Of course I owe them some bucks after getting 5 phones for the family, so I won’t be dumping them tomorrow, but in a few weeks, if Verizon has a deal, I am definitely more inclined to go for it.

        • Steve Hester

          I have been a net promoter for over a decade, got many people to switch to them. I don’t care what their politics in the board room are, but I don’t want to be told them.

          I have a number of companies who no longer get a share of my wallet, and I know I am profitable to T-Mobile, I expect to see their growth actually stall this quarter based off this ad.

          That said, my buying decision is based on value, if T-Mobile dials this back a bit (believe what they want, promote equality in their work force, but don’t put it in my face as the consumer) and remains the best value, I will stay with them.

          If they continue to put their views in my face (I don’t expect them to have to hear mine), and equal or better value exists, I will will be gone and never look back.

  • Truthonitsway

    Those adorable beautiful babies.
    Kerry’s voiceover is like velvet this was the most inspiring T-Mobile commercial.

  • $5.5 mil for a minute of virtue signaling.

    • HildyJJ

      When groups in our society start to claim that virtue is wrong, America has a problem.

      • Not when their conception of virtue belies reality.

      • DStudio

        True virtue has been understood by the wise for thousands of years. This modern cardboard facsimile too often replaces it wholesale, often leaving no true virtue at all in those who embrace such a facade.

        It’s worth even less than cheap, gold painted plastic jewelry, like one might find on a Hollywood set. True wisdom and value-driven living is a lifetime pursuit which always has more learning and new adventures around the corner.

        A Hollywood movie is neatly wrapped up in 2 hours, and one may then continue on in life unchanged.

    • the martian ambassador

      Yep, I read that Budweiser spent 5 million virtue signaling that they donated a few hundred thousand dollars worth of water. lol

      • marque2

        Yes.but that wasn’t offensive and highlight highlighted good work by the company. If they did a tmobile and instead.of highlighting good works they accused their customers of.all being gross environmental polluters – I would complain about them as well.

  • Personally I’d love to see John get in another Twitter war with Trump.

    • Phil

      You must not like T-mobile lol

    • vinnyjr

      Trump’s new Tax Package benefits T-Mobile big time‼️ T-Mobile should be thanking him. Twitter War, John Legere isn’t that dumb‼️

      • Phil

        Yes , John Legere could really be that dumb judging by his Superbowl blunder.
        I’m curious about Bretts love for such showdown taking place though.
        Maybe he will fill in the blanks seeing his “I’m With Her” 2016 predictions were so valuable lol

  • John Doe

    I like that T-Mobile cares about equality…hopefully they treat all internet traffic equally after the net neutrality repeal.

    • marque2

      Actually Tmobile was one of the first to violate net neutrality by offering free data for videos if we accept them at 480p rates, rather than the 1080p Google would want forced on us with net neutrality. I thought, at the time, it was a great deal.

      • Andrew Singleton

        that doesn’t violate what was net neutrality. binge-on is available to all video providers and there are currently zero that don’t participate.

        • marque2

          Actually it did. And Google complained. T-Mobile had to make subtle changes to the program and beg for permission from the providers to get around it. And that is the whole point of Net Neutrality – it puts the power in Google and Netflix’s hands and you have to beg them to not blow out your network. Bit when Google and Netflix lobbied for this they told you it protected your home website with a cat picture – which is silly because it takes no bandwidth so the proders wouldn’t care – biu you bought it hook line and sinker.

        • Andrew Singleton

          no, it didn’t. reasonable network management exception. also, you can toggle it off and then have your data tolled like n o t h i n g e v e r h a p p e n e d. VIOLA! T-Mobile customers LOVED it when it was relevant. no “power” was in the hands of any provider in any way whatsoever. perhaps in the ISP’s hands due to the fact that it was automatically engaged.

      • DDLAR

        There’s an ongoing debate about this. Some say it does because it doesn’t treat all traffic equally. Others say it’s fine because it’s open to any video provider.

        I’m in the second camp because the whole point of net neutrality is to prevent the ISP from blocking free speech by controlling my internet access. Net neutrality rules always allow for reasonable traffic management. Video is the biggest issue right now for traffic management. So, T-Mobile has found a solution that does not favor any video provider over any other provider. So, I don’t see this policy as a violation.

  • Francisco Peña

    Deleted, but adding again.

    Poor Tmobile.. taking beautiful babies and ruining the ad by slapping the with SJW theme. Wage equality is a myth. Ask hillary. Women in her foundation and State department earned 80 cents to each men’s dollar. Out of the 20 people that earned more than $100K on her payroll, only TWO were women.. TWO… 80 CENTS TO THE DOLLAR WOMEN MADE!!!!! So look at the Dems and ask why they are giving lip service. So rather than focus on something positive, we get SJW crap. Sorry TMo you blew it.

    • Phil

      Nailed it!

  • Phil

    I truly thought John legere was genius up until last night.

    • marque2

      Yes, I can’t do it right away – but he convinced me to move to some other provider. That was genius to offend half the audience – with a hamhanded preechyness. As white male I am sick and tired of constantly being reminded how racist and sexist and privileged I am when I am just minding my own business trying to work and earn money for my family.

      good post.

  • DStudio

    Dumb, dumb, dumb John!

    A condescending ad, telling me I’m some kind of bigot. That’s the only message possible to be gleaned from such an ad. That is unless I’m as arrogant as the producers, in which case I believe only my neighbors are bigots, but not me.

    I assure you, John and Co., most Americans are not bigots.

    Making all the stupidity reside with those who produce, condone, or embrace such an ad. Even in the few cases where you are right, the bigoted viewer won’t be affected. The only “positive” effect of the ad will be to stoke the egos of the arrogant.

    Stupid!

  • Ben Balcombe

    Surely the only way someone can be offended by that advert is if they believe that race or gender or sexuality or ethnicity fundamentally changes how a person should be treated!?!?

    A baby isn’t born racist, or sexist, or homophobic, all of those are learnt (or hopefully not).

    • Phil

      Google “Vittrup’s study”

  • fiberwalker

    One of my favorite ads last night, made me proud to be a T-Mobile customer and glad I’ve put the effort to tell my friends/family about T-Mobile.

    • marque2

      My own daughter is upset and wants to switch. People are tired of being told we are racist and bigoted and misogynist, and whatever, when we are just minding our business. Now we could walk down the street and that is micro-aggrssion caused by white privilege. It needs to stop. This ad didn’t help.

      Tmobile should actually apologize.

      • fiberwalker

        Why do you think the ad was targeting you and your daughter? Do you not believe in equal pay for equal workor that where you come from should not determine where you can go? These are fundamentally human, Christian and American ideals enshrined in our scripture and our constitution. What about this ad did you watch and think “oh they’re calling me specifically a racist?”

        • marque2

          Why are you being purposely obtuse. Hey if you need to be constantly preached at, more power to you. And the whole equal pay thing is a left wing propaganda point. Women have been getting equal pay at least 20 years. The difference you might hear about comes from women doing part time work more often and choosing less dangerous (lower paying) jobs. When you compare apples women and men in the same job with the same hours and same experience the difference dissapears.

      • Dark Ages

        I know the local coffee shop in small town MN has a preachy “no hate accepted here” sign. Like there is a big contingency for hate in the community.

        • marque2

          Yeah it is actually pretty rude to just assume your customers naturally hate. If I saw the sign I’m wouldn’t walk in – because I know they really hate me for being anrelatively normal person.

        • Dark Ages

          I think it might be okay to hate haters because they hate.

        • marque2

          How trite.

        • fiberwalker

          What’s insane is that you’re assuming that the sign is judging you and targeting you. You are consciously thinking “no hate accepted here” is an attack on me – and you’re actually upset at them for attacking you.

          The lack of self-critical introspection evident here is amazing. You don’t wonder: “why is it that I think this is an attack on me? I’m not hateful – sure I voted for such and such and people say that’s hateful – but I’m not hateful and I can show that by loving my neighbors and loving it when people actively preach against hate and inequality.”

          Instead you’re screaming on the internet and steering clear of a coffee shop because naturally they don’t accept hate and you can’t accept that.

        • marque2

          I am not assuming the sign has anything to do with me at all. From experience though people who put signs like that on their store fronts are projecting and are.displaying the sign because they really hate certain groups of people. I won’t support that hate. You are free to get coffee from any spiteful person you choose – I choose friendly inclusive establishments instead.

    • Dark Ages

      You sound like TMOs dream customer.

  • vinnyjr

    Big T-Mobile fan and long time customer. That is what I call Pandering & insulting!!! Of course babies are 100% Innocent, Just pandering.

  • Francisco Peña

    Adding it again since it got deleted twice. I guess Alex is offended by facts about wage equality when it goes against the narrative that the TMo and others pitch.

    Poor Tmobile.. taking beautiful babies and ruining the ad by slapping the with SJW theme. Wage equality is a myth. Ask hillary. Women in her foundation and State department earned 80 cents to each men’s dollar. Out of the 20 people that earned more than $100K on her payroll, only TWO were women.. TWO… 80 CENTS TO THE DOLLAR WOMEN MADE!!!!! So look at the Dems and ask why they are giving lip service. So rather than focus on something positive, we get SJW crap. Sorry TMo you blew it.

    • Zach B.

      You may want to leave whatever far-right site you get your information from and get informed on the subject. Wage inequality is real, and just recently was in the headlines with Mark Wahlberg getting millions more than Michelle Williams. Wahlberg condemned it and donated his extra pay to Times Up. This is just one example, there’s been dozens of incidents like this with big names in just 2017, and it affects everyday people as well.

      • Dark Ages

        Russia 2

      • Francisco Peña

        And MW had an agent that argued he had more scenes and was vital. MW just went with the daily rate. Let’s look at the Seattle company that gave their workers $70K, several people quit because even the lowest folks, who just clocked in made as much as financial managers. As teh financial manager who initially helped decide if the firm could afford the raises said, “He gave raises to people who have the least skills and are the least equipped to do the job, and the ones who were taking on the most didn’t get much of a bump” She ultimately quit.

        If you are doing the same job, yes, get paid the same. Not doing the same job, don’t get paid the same. Should someone flipping burgers make the same as a CSR that has to manage multiple software screens and inventory, while dealing with processing customer’s payments and dealing with issues? Or how about a mail room clerk getting paid as much as an HR manager? Different responsibilities different pay. I don’t expect to get paid as much as my boss, but I do expect to get paid more than the new office assistant.

        And you still didn’t address the Hillary bit. the left themselves like to have wage disparities, yet likes to blame the right for it.

        • Zach B.

          It’s funny you mentioned Gravity, the company paying everyone $70,000. Again, if you leave your biased site with their agendas, you’d know people left for other positions/moving, but they hired more and now have an extremely successful business with highly productive workers that have stress free lives. You just need to look at the whole picture and not what’s being fed to you. As for Hillary, (which I don’t understand why the far-right bring her and Obama up still, I wish everyone would leave them and their disastrous neo-liberal policies in the dust bin of history), I said wage inequality is real, and you admitted it with that example yourself… So I don’t know what kind of response you want there.

        • marque2

          But they stopped with the everyone gets the same salary business. Seemsike you are throwing your own bias around.

      • marque2

        When adjusted for various differences in the way women choose work it all but disappears. Women choose easier work, and work fewer bours. This is not taken into account with the statistics which just already total salaries divided by number of working women. It doesnt even try to compare by job type. Note.thst a study was done with Uber. It uses a blind alcorit for choosing drivers and customers don’t discriminate against women and yet for some reason women make 7% less than men. Who would have thunk it – sexist algorithms! Turns out it all has to do with choices made by the women.

        • Zach B.

          Marque, this has been debunked so many times, that it’s approaching some of the absurd debunked claims against climate change. From Time,

          “Men do dominate the highest paying careers in virtually every field. But it doesn’t tell the full story. “Although different job types ‘explain’ part of the pay gap, cultural and other external factors influence the occupations in which men and women work,” writes the AAUW in its report, Graduating to a Pay Gap.

          Fields dominated by women—such as nursing, social work, and teaching—are typically less compensated than fields that are predominantly male, like finance. This has less to do with the skills involved and more to do with gendered preconceptions of what kind of work is valuable (spoiler: it’s not the kind traditionally done by women). Even full-time female physicians make about 24% less than their male colleagues overall, according to a new report. On the other end of the spectrum, “janitors (usually men) earn 22 percent more than maids and housecleaners (usually women),” per the New York Times.

          To add insult to injury, a new study found that as women become more educated and experienced and enter traditionally male-heavy jobs, the pay declines for the job overall. The reverse, too, is true: While computer programming used to be an unglamorous, predominantly female job, it’s now one of the most lucrative careers in the U.S., and is almost exclusively male.

          PayScale’s Frank says focusing on the gender wage gap often leads people to discount the “opportunity gap.” Amazon, for example, claims near parity in wages between male and female workers, yet just 39% of its workforce—and 24% of its managers—are women. That doesn’t exactly scream “equality.”

          “Yes, it’s good to be making sure you’re paying [women] equally for equal work, but you also need to give them equal opportunities for work in the company, to land jobs within your organization in in-demand fields,” Frank says.”

    • Dark Ages

      Russia 1

  • J P

    Big big big mis-step by Tmobile. Who approved this liberal PC racist ad? How about stick to phone business and stay out of politics. The ad is really offensive to me personally. You want equal John? How about share your pay check for next 10 years with every employee man or woman? Brilliant CEO, great company, really dumb PR, Marketing gimmick, I think we all know this is some appeasing to all effort to lure more customers. Watch out the moment someone who is a true American starts a politics free company I will be taking my 5 lines and leave Tmo. Stay the F out my politics.

    • superg05

      bye

  • the martian ambassador

    If companies could actually get away with paying women less than men for the same work, they wouldn’t hire men at all. This is a mistake, there are parody videos all over You Tube, T-Mobile had to disable comments and hide the like/dislike count because of the overwhelming number of downvotes. There are perfectly legitimate reasons to oppose open borders and globalism. Stick to telecommunications, and leave the SJW activism to others. It’s not a great idea to alienate half of your current or potential customers.

    • Andrew Singleton

      if you’re alienated by a message of inclusion, you might have some internal issues

      • the martian ambassador

        That’s not an argument. This commercial is fact-free, and so is your response.

        • Andrew Singleton

          lol whatever you say

  • DDLAR

    It’s quite disturbing that so many people found this ad offensive. It does not suggest that any individual has an issue. It merely states something that most people in this country already believe. It’s just an acknowledgement that there is still work to do. That is, there are some people (but, no one in particular) who need to be reminded of these values.

    If someone is offended by it they should really take a good hard look at themselves.

    • the martian ambassador

      I’m with Ann Coulter. The dreamers are awful, they should be deported first, even BEFORE MS-13 gang members.